Fair Service
Tokyo Toy Show
Your gateway to the Asia-Pacific region
Enter one of the world's largest toy markets: Japan's total toy market reached a volume between 7.8 – 8.3 billion US dollars in 2025/26 (from 1 April 2025 to 31 March 2026), a significant increase of 6.3% compared to 2024, when the market was worth around 7.3 – 7.6 billion US dollars. Further growth to around 8.25 billion US dollars billion is forecast for 2030. Find out more about the Japanese toy market here.
The Tokyo Toy Show is organized every year by the Japan Toy Association and offers you the opportunity to establish international contacts, present your products in an eye-catching way and get to know the Japanese culture better for a sustainable market entry into the Asian toy market. Benefit from the international network of Spielwarenmesse Group and become part of the World of Toys Pavilion at the Tokyo Toy Show. In August 2026, almost 16,800 trade visitors and over 59,000 end consumers visited the trade fair; around 200 exhibitors were represented (including from Japan, China, Hong Kong, Taiwan and the USA).
Sources:
- Japan Toy Association: https://www.toys.or.jp/toukei_siryou_data.html
- Mordor Intelligence: https://www.mordorintelligence.com/industry-reports/japan-toys-and-games-market
Your participation in the International Pavilion at the Tokyo Toy Show
Sit back and benefit from Spielwarenmesse Group's many years of experience for a relaxed trade fair appearance with an all-inclusive package!
This is how you benefit from your participation in the International Pavilion:
- All-round service: We take care of organisation, stand construction and communication with the fair organizer.
- Flexible stand sizes: Choose a stand size of 9, 18 or 27 m² depending on your needs.
- Prime location: Our International Pavilion is located in a prominent position during the Business Days. You also have the option to participate on the Public Days.
- High-level networking: Make direct contacts with buyers, distributors and key decision-makers from Japan.
- Strong presence: A professional International Pavilion under the "Spielwarenmesse Group" brand including marketing via social media channels.
Dates and facts
Next Tokyo Toy Show: 26 - 29 Aug 2027
Visitors: Registered trade visitors (2 days), end consumers (2 days, admission also for children)
Organiser: The Japan Toy Association
Venue
Tokyo Big Sight, West Exhibition Halls 1 and 2, Atrium
3-11-1 Ariake, Koto-ku, Tokyo
Reviews Tokyo Toy Show 2026
With 13 exhibitors from 5 countries, the International Pavilion presented itself successfully for the fourth time at the Tokyo Toy Show. With 144 m², the joint stand provided companies from around the world with an optimal platform to present their new products to the Japanese market. Sustainable and innovative toys were particularly in demand and met with great interest from Japanese trade visitors. Find more information about the Tokyo Toy Show 2026 in our press release.
Exhibitors 2027:
- Goodway Infant Toys Factory: China
- NextSpring: China
- Shenzhen Eco Living Silicone Technolog: China
- Huizhou Yilonggu Technology: China
- Denko Trading: China
- ZURU: Hong Kong
- Panda Games: Germany
- Hongkong Bolida Toy Industry: Hong Kong
- Synergistic Industrial Limited: Hong Kong
- The Bean People: South Africa
- Lucky's Rainbow: Singapure
What our exhibitors say
Our goal of participating in the Tokyo Toy Show was to build brand awareness in Japan, grow our network within the market, and get insights in how to maximize growth opportunities in Japan. The team made it easy for us to focus on the above thanks to strong communication from application to execution, great booth location, and excellent on-site support.
Andrew Mancus
Country Manager - Japan
ZURU INC
Tokyo Toy Fair 2026 marked our first foray into marketing our products in Asia. We received great exposure, and the International Pavilion certainly helped us stand out at this energetic show. Furthermore, the support we received from the Spielwarenmesse team was excellent. They made sure our exhibition ran smoothly.
Daniel Sutcliffe
Director
The Bean People
Your contacts
You would like to participate in our International Pavilion in Japan – or in other country markets? Your personal contact person would be delighted to hear from you and is happy to answer any questions you may have.
